This paper offers evidence on the relationship between objective and subjective wine knowledge and consumer demographics, as well as further exploring the nature of subjective wine knowledge. This paper used an online study, aimed at measuring objective wine knowledge, and subjective wine knowledge using two different scales, and also testing the impact of consumer age, gender, education and actual consumption on these. This study confirms the significant positive link between objective and subjective wine knowledge. It also gives evidence of the convergent validity of both the short subjective wine knowledge scale used by Forbes, Cohen and Dean (2008) as well as the longer, more established subjective scale of Flynn and Goldsmith (1999)